Feature announcement segmented by access, request, and in-product context
Announce a new feature differently to people who already have access, people who requested it, and people who just triggered the related behavior inside the product.
Why this can grow a startup
Most launch messages are too blunt. They describe the feature once and hope everybody cares for the same reason. Intercom's guidance is more precise: users with access need the how, users without access need the upgrade case, requesters make good beta targets, and active users respond best when the message appears right after a related action. That segmentation makes the announcement feel less like a broadcast and more like help arriving at the moment the feature is relevant.
Company example
Intercom recommends separate announcement filters for users who already have feature access, users who requested the feature, users who could be upsold, and users who just took a related in-product action such as taking a screenshot before seeing an annotation feature.
Source and metric
Source: Intercom Help: A guide to announcing your new features · Browse Intercom Help: A guide to announcing your new features tactics
Intercom says feature messages should be filtered by access, request tags, and contextual product events rather than sent as one generic launch blast.
Source discovered: May 30, 2026
When to use it
Use this when Lifecycle, Product, Launches is relevant to feature adoption, segmentation, contextual messaging and you can run a bounded test with a low budget.
When not to use it
Do not use it as a substitute for customer evidence, a clear owner, or a measurable stop condition. Local platform rules and market behavior still need checking.
Founder checklist
- Read Intercom Help: A guide to announcing your new features and identify what is directly supported.
- Choose one channel context: Lifecycle, Product, Launches.
- Define the test around Intercom says feature messages should be filtered by access, request tags, and contextual product events rather than sent as one generic launch blast..
- Set an owner, evidence window, and stop condition before launch.
Explore the context
Apply this with an operator
Connect activation, customer value, retention, and referral into one measurable loop.